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PlasticFreeJulyworldwideuptake–IpsosGlobalAdvisorSurveyDate:1June2019

Published:PlasticFreeJulyFoundationLtd

ExecutiveSummaryPlasticFreeJulyrecentlycommissionedtheMelbourneofficeofIpsos,aglobalresearchcompany,toundertakeaglobalsurvey.TheaimwastofindouthowawareandengagedpeoplearoundtheworldwereregardingthePlasticFreeJulychallenge.

Between21Septemberand5October2018,19,295respondentsfrom26countriesaroundtheglobeparticipatedintheonlinesurvey.Ofthosepeople:

• 29%wereawareofthePlasticFreeJulychallenge

• Ofthat29%,45%tookpartin2018(whichisa30%jumpfrom2017)

• AwarenessamongstAustralianswasthesameastheglobalaverage(29%)butmoreAussiesgotinvolvedin2018(49%)comparedtotheglobalaverage(45%)

PlasticFreeJulyparticipationineachsurveyedcountrywasestimatedusingIpsosGlobalAdvisorSurveyresults(1)combinedwithWorldBankpopulationdata(2-3)andanestimationofthepercentageoftheadultpopulationthatwassampledbyIpsosineachcountry(4).

TheIpsosdata,combinedwithWorldBankdatashowsthatanestimated120millionadultsparticipatedinPlasticFreeJuly2018across26surveyedcountries,including2millionparticipantsinAustralia,10millionintheUSA,3millionintheUKand20millioninIndia.

Althoughonly26countriesweresurveyed,it’simportanttonotethatPlasticFreeJulyhadparticipantsfrom177countriesin2018(5).

Plastic Free Foundation Ltd Our vision is to see a world without plastic waste.

PO Box 168, South Fremantle Western Australia 6162 ABN 70 622 097 527

+61 8 6118 1600 info@plasticfreejuly.org plasticfreejuly.org

MethodologyIpsosGlobalAdvisorSurvey

IpsoswascommissionedtoundertakethissurveyforPlasticFreeJuly.InterviewswereconductedbetweenSeptember21andOctober5,2018throughtheIpsosGlobalAdvisorsurvey.Surveysincludedthefollowingquestions:

Q1.Beforetoday,hadyouheardaboutachallengecalledPlasticFreeJuly,whichencouragespeopletorefuseandreducesingle-useplastics?(Yes/No)

IfQ1=Yes Q2a.DidyoutakepartinPlasticFreeJulyin2018?(Yes/No)

IfQ1=Yes Q2b.DidyoutakepartinPlasticFreeJulyin2017?(Yes/No)

TheIpsosGlobalAdvisorsurveyinstrumentisconductedmonthlyin27countriesaroundtheworldviatheIpsosOnlinePanelsystem.ThecountriesreportinghereinareArgentina,Australia,Belgium,Brazil,Canada,China,Chile,France,GreatBritain,Germany,Hungary,India,Italy,Japan,Malaysia,Mexico,Peru,Poland,Russia,SaudiArabia,SouthAfrica,SouthKorea,Spain,Sweden,TurkeyandtheUnitedStatesofAmerica.Serbiaisnotincludedintheseresults.

The19,295participantswereallagedbetween18and64intheUSandCanada,andbetween1664inallothercountries.Mostcountrieshadmorethan1,000participants,exceptArgentina,Belgium,Chile,Hungary,Malaysia,Mexico,Peru,Poland,Russia,SaudiArabia,SouthAfrica,SouthKorea,SwedenandTurkey.Thosecountrieshadapproximately500+participantseach.

FormoreinformationontheprecisionofonlinepollsandhowIpsosusescredibilityintervals,youcanvisittheIpsoswebsite.

15ofthe26countriessurveyedonlinegeneratenationallyrepresentativesamplesintheircountries(Argentina,Australia,Belgium,Canada,France,Germany,GreatBritain,Hungary,Italy,Japan,Poland,SouthKorea,Spain,Sweden,andUnitedStates).

Brazil,China,Chile,India,Malaysia,Mexico,Peru,Russia,SaudiArabia,SouthAfricaandTurkeyproduceanationalsamplethatismoreurban&educated,andwithhigherincomesthantheirfellowcitizens.Ipsosreferstotheserespondentsas“UpperDeckConsumerCitizens”.Theyarenotnationallyrepresentativeoftheircountry.

InterpretationofSurveybyPlasticFreeJuly

ProfessionalservicestointerprettheIpsossurveywereprovidedbyconsultingBehaviouralEconomistColinAshton-Graham.

You’llfindinTable1theresultsoftheIpsosGlobalAdvisorSurvey(1)combinedwithWorldBankpopulationdata(2-3)andestimatesofmiddleclass(‘upperdeck’)population(4)usedtoestimatePlasticFreeJulyparticipationforeachsurveyedcountry.

Plastic Free Foundation Ltd Our vision is to see a world without plastic waste.

PO Box 168, South Fremantle Western Australia 6162 ABN 70 622 097 527

+61 8 6118 1600 info@plasticfreejuly.org plasticfreejuly.org

ToworkouttheestimatedpercentageoftheadultpopulationthatparticipatedinPlasticFreeJulyineachcountry,responsestoQuestion1andQuestion2aweremultiplied(Table1,labeld).Foreachcountry,theestimatedpercentagepopulationofadultage(15-64years)(Table1,labelf)wastakenfromWorldBankpopulationdata(4).

The%ofadultpopulationcoveredbytheIpsossampleineachcountrywasestimatedfromWorldBankRegionsdata(Table1,labelk).Inthe11countrieswhererespondentsreferredtobyIpsosas“UpperDeckConsumerCitizens”(andnotnationallyrepresentativeoftheircountry),regionalanddevelopingcountrydatafromaWorldBankReview(5)wasusedtoprovideanestimatedpercentageadult“middleclass”population.WorldBankeducationperformance(5)wasusedtoassignanIpsossamplereachofbetween80and90%toeachofthe15highincomecountriessurveyed(theassumptionbeingthatanonlinesurveyinstrumentcanreachandrepresentamajority,butnotallofthepopulation).Thesefigureswerethencombinedwiththeadultpopulationcount(Table1,labelg)tocalculaterelevantestimatedpopulationcountscoveredbytheIpsossampleineachcountry(Table1,labell).

ThebestrealisticestimationofPlasticFreeJulyparticipantswithineachsurveyedcountrywerefoundbymultiplyingtheestimatepercentageoftheadultpopulationandtherelevantestimatedpopulationcount.

PlasticFreeJulyparticipationestimatesarebasedontheWorldBankpopulationestimatesforpersonsaged15to64andtheIpsossamplesofpersonsaged16to64(or18to64inUSandCanada).ThismethodassumesthattheIpsossurveyresultswouldbeunchangedhadpersonsaged15beenincludedinthe'adultsample’(andpersonsaged15to17inUSandCanada).

Estimatingfutureparticipationbasedonregistrationdata

ParticipantsareencouragedtoofficiallyregisterforthechallengeatthePlasticFreeJulywebsite.Widespreadsharingofthecampaignonlineglobally,throughthemediaandsocialmedia,andthroughindividualsandorganisationshasseenmoreandmorepeopletakeonthechallenge,withoutnecessarilyofficiallyregisteringonlineforthePlasticFreeJulychallenge(especiallyincountriesoutsideAustralia).

Inotherwords,knowinghowmanypeopleparticipateinPlasticFreeJulyeachyearisn’tassimpleascheckingwhoisregistered.ThiswasreflectedinabaselinesurveyofthegeneralWesternAustralianpopulationconductedinFebruary2017.ItfoundthatforeverypersonregisteredtodothePlasticFreeJulychallenge,64unregisteredparticipantswerealsodoingit.Thisratiohasdevelopedsignificantlysincethen.

ThenumberofPlasticFreeJulyregistrationswithinthecountriessurveyed(Table1,labela),combinedwiththeestimatedparticipationofadultpersons(Table1,labelm)showsuswhatthatratiolookslikenow.Itcanalsohelpwithfuturetrackingtounderstandand

Plastic Free Foundation Ltd Our vision is to see a world without plastic waste.

PO Box 168, South Fremantle Western Australia 6162 ABN 70 622 097 527

+61 8 6118 1600 info@plasticfreejuly.org plasticfreejuly.org

estimatewhatactualparticipationinPlasticFreeJulylookslikearoundtheworld(evenwithouteveryoneregisteringonline).

Datasources1. IpsosGlobalAdvisorResults–October2018

2. WorldBankdata:totalpopulationcount(allages)https://data.worldbank.org/indicator/SP.POP.TOTL

3. WorldBankdata:estimatedpercentagepopulationadultage(15-64years)https://data.worldbank.org/indicator/SP.POP.1564.TO.ZS?view=chart

4. Worldbankdata:estimatedpercentageofmiddleclass(‘upperdeck’)population(pages4&6)http://www.worldbank.org/content/dam/Worldbank/document/MIC-Forum-Rise-of-the-Middle-Class-SM13.pdf

5. PlasticFreeJulyregistrationscamefrom177countriesandreportedeventsinschoolsandworkplaces.PlasticFreeJulydatabaseofsign-ups(accessed31/07/2018)